BMW M3 is one of a kind ad

The launch of the BMW M3 campaign commenced with the flighting of a 50-second TV commercial on August 19, and it is the only TV spot to be created for the new BMW M3 worldwide.

The ad entitled "Test Pilot" shows a man involved in what seems to be fighter pilot training. It was created by Ireland/Davenport and shot in Orlando, south of Johannesburg.

The hero undergoes various strenuous tests culminating in the final test which reveals him behind the wheel of the new BMW M3. The commercial closes with the pay-off line: "The new BMW M3. The Spirit of M. Unleashed by technology"

Philip Ireland explains the creative thinking behind the advertising: "The BMW M3 is the ultimate performance vehicle but, more than just highlighting the pure brawn, we needed to emphasise the intelligent design and technology that enables the vehicle to do what it does. We wanted to show the IQ that went into the development of the new BMW M3."

John Davenport adds: "The BMW M3 has a performance heritage which is made possible by the extreme technological superiority and advanced innovation of the vehicle. With this in mind we thought the best way to convey the matchless driving experience of a BMW M3 would be through the intense physical and mental experiences that the driver would undergo to be able to cope with this type of driving experience."

The television commercial is part of an integrated campaign, including print, outdoor, radio, online and direct marketing campaigns.

Ireland/Davenport partnered with BMW's digital agency Aqua Online, which took the strategic concept and ensured the "big idea" was taken through every aspect of the campaign, including online.

The commercial was directed by Kevin Fitzgerald of Egg Films.

The shoot faced some challenges, although not all of them bad. "During filming of the high speed shots we found that the tracking vehicle at its absolute top-speed was unable to keep up with the BMW M3 in order to film the shots. So, in the end, a second BMW M3 had to be brought in to become the tracking vehicle!" says Ireland.

Ireland/Davenport is responsible for both the above-the-line and below-the-line BMW business.

The campaign includes a "Star City Cosmonaut" online competition in which one entrant will be afforded the once-in-a-lifetime opportunity of a trip to Star City, Russia, a highly restricted military facility north of Moscow where cosmonauts have been trained at the Gagarin Cosmonauts Training Centre since the 1960s. The winner will also get to fly in a MIG fighter jet.

Courtesy of Marketingweb.co.za

Source: [url=http://www.filmmaker.co.za/readarticle.php?article_id=1153]South African Film News[/url]